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CUBED Craft Beer Acquisitions >THE SECOND CROWDFUNDING EXIT

Quarterly Roundup >£18M THROUGH THE PLATFORM

Meet Our Team >PITCH OF THE QUARTER

Issue 1 Q2 2016


Darren Westlake (left) and Luke Lang (right) Co-Founders of Crowdcube


Contents

Foreword

4

About Us

5

Market Leader

6

Food and Drink

28

Crowdcube Insight

40

#FundedClub

54

Investor FAQs

66

In The Cube

70


Foreword Welcome to CUBED, our first quarterly publication about Crowdcube and the crowdfunding industry. When Darren Westlake and I launched Crowdcube five years ago, we were the first ever equity crowdfunding platform anywhere in the world. In defiance of its relative infancy, crowdfunding has come of age and is now recognised by many as a mainstream funding option. Thanks to investment from our crowd of more than 270,000 people, hundreds of entrepreneurs have raised the seed-stage investment needed to make their idea a reality, or secured the capital required to scale their business. We’ve seen some great success stories from our #FundedClub, Crowdcube’s growing network of funded businesses, which have had a profound social and economic impact, creating thousands of jobs and expanding in the UK and overseas. This magazine sets out to demonstrate the power of the crowd and all that can be achieved thanks to your investment. We hope you enjoy it!

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Luke Lang Co-Founder Luke cut his marketing teeth working for a successful UKbased Service Provider marketing technology and internet solutions for businesses. Luke also ran his own marketing consultancy that specialised in digital marketing, B2B marketing and marketing strategy.


About us Since 2011, thanks to our crowd over £150m has been invested on Crowdcube (£83m in 2015 alone), funding over 385 successful raises as a result. On Crowdcube, everyday investors can invest from just £10, alongside professionals, angels and some of Europe’s leading venture capital firms such as Balderton Capital, Episode 1 and Index Ventures.

Some of the businesses to raise finance on Crowdcube include Mondo, the mobile-first challenger bank, which raised £1m in just 96 seconds (yes that’s right - 96 seconds!), Sugru, the world’s first mouldable glue, and household names like Eden Project and River Cottage. The world’s first crowdfunded exits have also come from businesses to fund on Crowdcube after Camden Town Brewery and E-Car Club were sold, delivering Crowdcube investors with a multiple return on their investment.

Investors can handpick the businesses they want to back, from startups and early stage businesses right the way through to more established growthstage businesses, from a range of sectors. Named as ‘Most Active Investor’ by Beauhurst, a leading source of data on high-growth companies, Crowdcube is the UK’s first and leading equity crowdfunding platform.

5


Market Leader.


Bringing you the latest trends, research and predictions for the equity crowdfunding sector from industry experts and commentators, including the London School of Economics.


Quarterly Roundup Thanks to the crowd, we’re still leading the way, with 50% of equity crowdfunding investment in the UK going through our platform Despite only being five years young, equity crowdfunding has grown at a rapid pace and according to Nesta, it’s the second fastest growing alternative finance sector - up 295% in 2015. In March 2016, we announced that over £150m has been successfully raised through the platform to date, more than any other UK platform, firmly placing Crowdcube as the leading equity crowdfunding platform. We were also pleased to report the first successful exits in equity crowdfunding were from businesses to fund on Crowdcube: E-Car Club and Camden Town Brewery. This led to investors receiving a multiple return on their investment.

8

Market Leader | Quarterly Roundup

The rapid and sustained growth of the equity crowdfunding sector is challenging the status quo of the finance industry, not only as a result of a growing number of businesses turning to the crowd, but partnerships and collaborations with Europe’s leading venture capital firms, Government-backed funds and global brands such as Amazon’s Launchpad, all wanting to be part of the industry’s success story. Nesta states that the “UK online alternative finance market is growing increasingly complex, fluid and dynamic”.


Q1 2016 successful investment in the UK

Crowdcube

50% £18m Total £36m (Based on Crowdsurfer Data Jan 2016 - March 2016 excluding property crowdfunding platforms) 9


ÂŁ

ÂŁ150,000,000

385

270,000

Successfully Raised

Successful Raises

Registered Investors

The investment raised through our platform has resulted in 385 successful rounds, following investment from the crowd, which now stands at more than 270,000 people.

10 Market Leader | Quarterly Roundup

The most represented sector is technology, followed by internet businesses and then the food and beverage sector. To date, 28% of the companies that have raised finance on the platform have been start-ups seeking seed-stage investment, with 72% early or growth stage businesses raising growth capital.


CUBED Quarterly Roundup

Start-up 28%

Early stage 45%

The crowdfunded capital has also had a wider economic and social impact. Equity-based crowdfunding now represents 15.6% of all UK seed and venture-stage equity investment, according to a recent report from Nesta and the University of Cambridge.

Growth 27%

Crowdcube data forecasts that the businesses behind the 385 successful raises are estimated to create more than 7,000 new jobs in the first three years post funding.

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15.6%

Equity-based Crowdfunding Share of the UK Seed and Venture Stage Equity Investment Market.

9.6%

5.4%

0.3%

0.7%

2011

2012

(Based on Beauhurst Data 2011-2015)

12 Market Leader | Quarterly Roundup

2013

2014

2015


CUBED Quarterly Roundup

Crowdcube has firmly established itself as market leader. In its report The Deal 2015-16, Beauhurst, a leading source of data on high-growth companies, named it ‘Most Active Investor‘ for funding the most deals in 2015. The report also listed Crowdcube as the top investor

for venture-stage deals and joint third for growth-stage deals, sharing the accolade with leading European venture capital firms Balderton Capital and Index Ventures.

Additional stats: The fastest raise: Digital banking start-up Mondo, which raised £1m in just 96 seconds in March 2016.

The biggest raise: JustPark, which raised £3.5m in March 2015. The business also attracted the highest number of investors – 2,702

The £1 million club: There have been 34 raises over £1m on Crowdcube, 24 of which ‘have’ been since the start of 2015.

The biggest single investment: One investor put £1m into Sugru – creator of the world’s first mouldable glue – in July 2015.

Government backing: The UK government invested £1.25m in nine deals via Crowdcube in 2015 as a result of its London Co-Investment Fund partnership.

The first crowdfunded exits: In 2015, E-Car Club was acquired by Europe’s leading car rental company Europcar, then Camden Town Brewery sold to the world’s biggest drinks company, AB InBev.

The first bond returns: Crowdcube Bonds raised over £16m and so far have paid back a total of £722,000 in gross interest to investors.

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wisdom of the crowd Crowdfunding investors make economically rational decisions, according to new study from London School of Economics Two-year analysis of Crowdcube data shows that the ‘wisdom of the crowd’ has made crowdfunding a “robust source of entrepreneurial finance.” A study released by the London School of Economics (LSE) – Equity crowdfunding: a new model for financing entrepreneurship? – has revealed how crowdfunding investors behave, and the basis upon which they decide which businesses to back and how much to invest. Professor Saul Estrin and Professor Susanna Khavul carried out a two-year independent analysis of a proprietary dataset gathered from Crowdcube, and interviewed investors directly, to establish what they call “powerful empirical evidence” on how equity crowdfunding works.

14 Market Leader | Wisdom of the Crowd

The analysis shows that crowdfunding investors behave in an economically rational way, making decisions based on information which is shared between the entrepreneur and investors, about company valuation and prospective growth, for example. The researchers also identified a collaborative mind-set amongst the investors, with a dynamic exchange of knowledge and interpretation of the available information and data. However, they found no evidence of a ‘herd’ mentality. While investment decisions are influenced by what other investors do, and the signals this gives about the value and potential of a business, the effect on investment is gradual rather than explosive and unstable: Estrin and Khavul found that one pound invested on one day of the pitch generates an additional 51 pence of fresh investment on the following day, and an additional 76 pence over the next five days.


Writing in Centrepiece, a publication of the Centre for Economic Performance, Estrin and Khavul state that: “The low transaction costs environment” of the Crowdcube platform “brings increasing network effects to bear on investor decisions in early stage entrepreneurial finance.” They continue: “As an alternative source of finance, equity crowdfunding appears to have operated in a stable and predictable manner through its early period of emergence [in the UK]…we see no evidence of a stampede effect from investors.” The LSE professors’ conclusion is that crowdfunding is “a robust source of alternative entrepreneurial finance”, and that the information flow it generates actually reduces the biases inherent in traditional forms of early stage entrepreneurial finance. We’ve always known that investors are smart, and it’s great to have this confirmed by LSE. The findings quash concerns that the crowd is made up of naïve ‘dabblers’ who stampede into supporting pitches that seem popular or cool. Crowdfunding is a rational marketplace, with investors and entrepreneurs collaborating and sharing knowledge in a way that leads to sound, well-informed decisions. Crowdfunding’s greatest strength is the diversity of the investor community, which builds a collective wisdom that gives the crowd the ability to identify and back the best businesses. All but 7% of the 285 UK companies that have successfully funded on Crowdcube are still trading, which compares very favourably with the Financial Conduct Authority’s (FCA) estimate that 50-70% of all new businesses set up in the UK fail within five years.

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Crowdcube has a base of 249,500 registered investors. The platform leads the UK’s equity crowdfunding market with a 52% share, according to independent crowdfunding market researcher Crowdsurfer, and was responsible for more investments than any other platform in 2015 (136 deals) according to Beauhurst, which provides deep data on fast-growth companies. Recently released data from NESTA shows that the equity crowdfunding market almost tripled between 2014-2015, with a total of £332m raised in the last year. The average deal size was £524k, a considerable increase from the 2014 average of just under £200k. Crowdcube completed a record-breaking year in 2015, which saw £83 million successfully invested through the platform, funding 166 businesses. It also welcomed over 116,000 new members to its crowd of investors and won 12 industry awards from the likes of Shares Magazine, TechCityInsider and City AM. (Data was collected Q4 2015)

16 Market Leader | Wisdom of the Crowd

Saul Estrin Professor of managerial economics and strategy at LSE, the founding head of LSE’s Department of Management, and a research associate in Centre for Economic Performance’s growth programme. Susanna Khavul is a Leverhulme visiting professor at LSE, a Centre for Economic Performance research associate, and entrepreneurship and innovation faculty at the University of Texas at Arlington.


CUBED Wisdom of the Crowd

Image: www.designraphael.co.uk

17


Investor insight An interview with James Wise, partner at one of Europe’s leading Venture Capital firms

We interviewed James Wise at Balderton Capital to share his insights with the crowd on what he looks for in an investment opportunity and building a diversified portfolio.

What do you look for in an investment opportunity? The three main factors for me are the team, the vision and the timing. Team is always the most important factor in an investment. As investors, we know that we will be working with the founder for a long time, so we have to believe they have the ability and vision to build a world-changing business. And it doesn’t stop with the founder, all the early hires will impact the scale that the company can achieve. After team, we agree on the vision they have for the future of their company, and of the broader market. Finally we need to agree that this shared vision can be built sustainably in the right time period. It’s strange how often we see companies who have a vision that is too far away from the current market.

18 Market Leader | Investor Insight

What sectors are you most interested in right now, and why? I try not to focus on specific sectors, because whenever I do I have met an exceptional founder who has convinced me otherwise! In reality, most investors have a few specific areas in which they have some expertise. In my case it is technology businesses, but within that you have to be open to new ideas and concepts, as it is those businesses which challenge the consensus that can drive the highest returns.

Why is it so important to diversify your portfolio? Most of the companies we invest in will fail, as that is the nature of investing in new and non-obvious companies. So diversifying our capital across multiple companies is essential, as it should be for angel investors as well. High beta companies can massively outperform the market, but they can also massively underperform. So investors should always


be aware of the risks of investing in private companies, and be sure never to expose themselves more than they can comfortably afford, in the same way you would treat assets in other markets such as the FTSE.

James Wise, Partner at Balderton Capital James is a partner at Balderton Capital, Europe’s largest dedicated venture fund. At 29, he is the youngest partner of a venture fund in Europe, and works on investments including 3DHubs, Crowdcube, Sunrise (sold to Microsoft ) and Workable. He previously helped set-up and run a charity, the Social Business Trust, which provided capital and support to build enterprises tackling social problems in the UK. @jp_wise

What hints and tips would you give to investors? Always look at customer reviews, whether it’s on social media, or from contacting them directly. You will learn more from a customer who loves or hates the product than from any industry expert or pitch deck.

A growing number of VC-backed businesses are turning to Crowdcube to raise funds, what do you think is driving that trend? I think it’s a great way for these companies to not only raise more capital, but leverage the wisdom of a crowd. Venture investors can offer a lot of help in some very specific ways, such as on financing and hiring, but crowdfunding gives companies access to 100s and 1,000s of potential advisors and advocates. Personally, I also think a lot of entrepreneurs want to make the financing market more accessible and transparent, and crowdfunding blows open the traditionally closed network of venture investors.

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What trends or predictions do you see arising for the UK crowdfunding industry? I think there will be a huge amount of change in the next few years, as crowdfunding comes to rival both traditional angel funds but also retail banks. As well as more businesses raising funds this way, I think we will see the rise of super-angels on the platforms. Those who have proven themselves to bring huge added value, will continue to invest and offer advice to other investors. We will also see more tools that help investors manage their portfolio. It’s not easy being invested in 5-10 companies, but as that happens, the platforms will have to provide services to support portfolio management.

What is your favourite business that’s funded on Crowdcube? There are too many to mention. Currently I am most excited about the Dirt Factory in Manchester, it is both launching in my home city and promoting a sport I love, with a sensible business model. I really hope they can make it work.

Why did Balderton invest in Crowdcube? Traditional venture funding has its uses, but also its limitations. Crowdcube is disrupting the model by making access to funding accessible to more people, in a way that is more transparent and fairer, and challenges the closed networks. Crowdcube is a huge idea with a great team behind it. It could really shift the way private financing works in the UK and beyond. That’s an exciting and high impact investment to be involved in.

20 Market Leader | Investor Insight


CUBED Investor Insight

21


Tax Relief A quick guide to SEIS and EIS tax relief

22 Market Leader | Tax Relief


Understanding the topic of tax relief can be complex, so we have put together a quick guide to help get you started and answer any initial queries you may have. Please note that you should always seek independent tax advice if you are unsure of any aspect of the process.

What does SEIS and EIS mean?

§§Payment of CGT can be deferred

when the gain is invested in shares of an EIS qualifying company.

SEIS

§§You can claim income tax relief of

50% on investments up to £100,000 per tax year;

§§Certain CGT benefits depending on the which tax year the investment was made.

The Seed Enterprise Investment Scheme (SEIS) and Enterprise Investment Scheme (EIS) are government schemes designed 25% of investment through to encourage investment into seed, startup and growth stage companies by the platform could have been offering a range of tax reliefs to investors claimed back in tax relief. who purchase new shares in those companies. The crowd have backed more than 385 businesses on Crowdcube to date, How does it benefit investors? with 285 funded businesses eligible for either EIS or SEIS tax relief. This means that out of the £150m raised through EIS the platform, £37.5m could have been §§You can claim up to 30% income tax claimed back in tax relief to investors. relief on investments up to £1 million per tax year;

§§Any gain is Capital Gains Tax (CGT)

free if the shares are held for at least three years;

§§If the shares are disposed of at a

loss (for example, if the company enters insolvent liquidation) you can elect that the amount of loss, less income tax relief, be set against any income tax of the year in which they were disposed, or, on income of the previous year;

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Are there any restrictions with claiming SEIS/EIS relief?

Your claim can be made on the Self Assessment tax return for the tax year in which the shares were issued. If you have an SEIS3 or EIS3 for a year for Most importantly, you need to be a which you have not yet received a tax UK taxpayer in order to claim SEIS or return you can request a change to EIS relief. Moreover, you will not be your PAYE (Pay As You Earn) tax code, or eligible for SEIS or EIS tax relief if you are an adjustment to any Self Assessment connected with the company. You can payment on account due. You will still find a detailed list of ineligibility factors have to make the claim itself on your tax in section 1.3 of the HMRC guide here. return when you get it.

How can I claim tax relief on my investment? SEIS or EIS shares must be held for a minimum of three years to benefit from income tax relief, and as such should be seen as a long-term investment. If your shares are sold before you have held them for three years (for instance, if the company exits), you will have to inform HMRC and repay any income tax relief you have claimed. You cannot claim relief until the company sends you an SEIS3 or EIS3 form. For EIS it cannot do this until it has been trading for at least four months, and for SEIS it must either have been trading for at least four months or have spent 70% of the funds raised.

24 Market Leader | Tax Relief

Claims can be made up to five years after the investment was made.


CUBED Tax Relief When will I receive my SEIS3 or EIS3 Form? The company must firstly have been trading for four months, or for SEIS have spent 70% of the funds raised.

§§The company will prepare all the

necessary paperwork following a successful funding round. They will then make a list of investors who are interested in receiving tax relief, and send this information to HMRC. This process can take up to 6 weeks;

Please note: The availability of any tax relief, including SEIS and EIS, depends on the individual circumstances of each investor and the company concerned, and may be subject to change in the future. If you are in any doubt about the availability of tax reliefs, or the tax treatment of your investment, you should seek independent tax advice before proceeding with your investment.

§§Once the certificates are with HMRC

it will be approximately 6-8 weeks before they are sent to the company to sign;

§§Once signed the company will then

send the certificates to you by post;

§§You can then claim any relief you are

eligible for by sending the ‘claim form’ section of the SEIS3 or EIS3 form to HMRC;

§§If you are not in a position to send the claim form, the documentation you are sent will direct you on alternative ways to claim your tax relief.

25


New record Mondo reaches £1m in 96 seconds in record breaking raise Mondo is part of the wave of fintech businesses challenging the UK’s financial services sector through its smart use of technology and customer-first attitude. It is designed around a generation (so called millennials) that are mistrustful of traditional banks, and rely on their smartphones to access the services and products they want, something the traditional banks are being slow to do.

Mondo turned down additional investment offers from notable international investors in order to include its customers in this investment round. This is Mondo’s second fundraise as it gets ready for a public launch and an accelerated roll-out of its services later this year.

1,898 756 investors

20

avg. investors per second 26 Market Leader | New Record

£1k investments

£527

avg. investment

£10,417 invested per second


We’re the first bank to enable customers to become shareholders through a crowdfunding platform. Our customers are already helping us to build the bank from the ground up by alpha testing the mobile app. They deserve to be a real part of our journey to be a bank that people can trust and puts them back in control of their finances. We want to continue to involve them in future funding rounds.� Tom Blomfield, CEO of Mondo

27


Food & Drink.


Sector news from the food and drink industry, including craft beer, nut butters and an opportunity for you to win a one-of-a-kind #FundedClub hamper.


What’s next for the food & drink industry? Crafting a new future

30 Food & Drink | What’s next for the food and drink industry?


At the end of 2015, Camden Town Brewery announced that it had been acquired by AB InBev, the world’s largest brewer and one of the biggest companies worldwide. This acquisition came just eight months after Camden’s successful raise of £2.75m on Crowdcube, and provides its 2,173 investors with a healthy return on their investment. Camden meanwhile can go on to expand and innovate on a larger scale than ever before.

Is this an unusual move by AB InBev? In short, no. The beverages sector has a long history of mergers and acquisitions (M&A). Whilst historically many transactions have been large in scale, there has been a noticeable increase in recent years of the large global players purchasing craft breweries. Indeed, the acquisition of Camden was one of three craft brewery acquisitions announced by AB InBev in December 2015 (the other two being US brewers).

31


Notable craft brewer acquisitions in 2015

§§ Heineken acquired a 50% stake in

Lagunitas Brewing Co., the Californiabased craft brewer

§§ SABMiller acquired London-based Meantime Brewing Company

§§ MillerCoors acquired Saint Archer

Brewing Co., the San Diego-based craft brewer

In mature beer markets such as the US, the UK and Australia, the large incumbents have been consistently losing share to craft brewers. Whilst the mainstream portfolios of the global players have seen volume declines in these markets, the craft category has seen rapid growth and is becoming a meaningful part of the beer category

– craft beer now represents 11% of the total beer market in the US. By acquiring craft breweries, larger players are aiming to tap into the growth of the craft segment. The global brewers can also significantly increase the distribution of the craft brands they purchase. This approach to M&A, pushing acquired brands through existing distribution networks, has been widely used across the wider consumer products space. This includes categories such as food, spirits and HPC (home and personal care) and is expected to continue as larger companies seek to fill category gaps or add category scale in response to changing consumer demands. Indeed, a recent survey of senior executives in the food and beverage sector conducted by Ernst & Young showed that 67% of companies in the sector expect to pursue deals this year.

32 Food & Drink | What’s next for the food and drink industry?


CUBED What’s next for the food & drink industry?

Image: www.danielcolinhall.com

Written by Conor Parsons Head of Finance Prior to joining Crowdcube in January 2015, Conor spent four years at Goldman Sachs where he worked as an equity research analyst within the Pan European Consumer Products team primarily focusing on beverage companies.

With the food and drink sector being the second most popular sector on Crowdcube, we look forward to seeing more success stories this year. #FundedClub businesses within the beverage sector include Flavourly, DeskBeers, UBrew, Bellfield Brewery and BrewDog, just to name a few. BrewDog was our first dual raise and funded over ÂŁ3m. Since then the company has opened over 10 new sites including international bars, bottle shops, hot dog hideouts and even a DogHouse. Pictured above is the new Soho bar.

33


Pip & nut Pip’s success story so far

We love seeing great businesses doing great things, thanks to the backing of the crowd, Pip & Nut is no exception to this. We wanted to showcase some of the milestones of our ever-growing

#FundedClub businesses. The first of which features Pip & Nut, a business making a range of nut butters, which raised £120,000 on our site in 2014.

Meet Pip, Pip & Nut’s founder

June 2013 After purchasing a super high powered blender, Pip started to road test recipes and prototypes.

September 2013

December 2014

With an initial £10,000 start-up loan, Pip made her first ever sales at a pop-up shop in Shoreditch, and started road testing the products at Maltby Street Market in Bermondsey.

Crowdcube named Pip & Nut ‘Entrepeneur of the Year 2014’, the team hired a new employee and the first jars were shipped to a warehouse ready to be sold.

April 2014

January 2015

Pip secured a manufacturing partner and seed investment. The brand development and packaging was almost completed...

Pip & Nut landed onto the shelves of Selfridges. One of Pip's proudest moments.

September 2014 Pip turned to Crowdcube to raise the money needed for launch. After nine days on the site, Pip & Nut overfunded to £120,000. The team celebrated with plenty of gin.

January 2013

June 2014

Whilst training for the Paris Marathon, Pip had the idea to launch an all natural nut butter brand.

Pip entered the Escape the City competition to live rent free...in a garden shed. After finding out that she had won, Pip quit her job to start living her dream.

34 Food & Drink | Pip & Nut


CUBED Pip & Nut

Pip Crow & Nut is dc off off a ube mem ering ll ord bers web e r 25% s o site, v e r Fund w o edCl ith the c n its ub s o go oupon, your a s tod nd orde r ay. Visit

July 2015 Pip & Nut won first supermarket listing with Ocado and with three flavours launched, the company won the ‘Great Taste Award’ for every product.

stor e

September 2015

January 2016

Sir Richard Branson named Pip & Nut as ‘one of the UK’s top start-up food and drink businesses’. The company added The Grocer ‘New Product Award’ to the trophy cabinet for the Coconut Almond Butter.

Pip & Nut completed a £525,000 private funding round, with £325,000 in equity and £200,000 in debt to drive growth in 2016.

October 2015

watch this space...

Pip & Nut was stocked in Fortnum & Mason along with 215 Marks & Spencer stores, which became the best selling brand in the ‘Best of British’ range.

We look forward to seeing what’s next for this #FundedClub business.

December 2015 Pip & Nut hired the third full time employee. The company reached its 2015 target of stocking 1,200 stores.

May 2015

November 2015

Pip & Nut supported Nike’s ‘We Run London’ campaign by serving nut butter on toast to over 3,000 runners.

Sainsbury’s stocked Pip & Nut products in 473 stores - the biggest order to date. Enough butter was produced to fill two whole containers.

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Crowd pleaser A collaboration between Crowdcube and BrewDog We decided that being the world’s first and leading investment crowdfunding platform just wasn’t enough, so we’ve branched out and brewed our very own tipple – Crowd Pleaser (with a little help from #FundedClub business BrewDog).

36 Food & Drink | Crowd Pleaser


Image: www.bigstyles.co.uk

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Competition time e r a SH in w o t

Share this magazine on Facebook or Twitter to be in with a chance of winning an exclusive #FundedClub food and drink hamper.

The hamper includes craft beers, Indian wine, guilt-free snacks, salad dressings, nut butters, a recipe book and much more!

Terms and Conditions

1. All entrants must be UK residents and at least 18 years of age;

2. The competition shall end on 30 June 2016; 3. Winners shall be selected at random by Crowdcube and notified via the medium each winner used to share the magazine; 38 Food & Drink | Competition

4. Winners who do not respond to Crowdcube within 48 hours of being notified by Crowdcube shall forfeit their prize and a replacement winner shall be selected;

5. Full terms and condition are available here.


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Crowdcube insight.


Five years on and with a growing team of more than 80 people across Devon, London, Cardiff, Manchester and Spain, we’d like to introduce you to some of the Crowdcube team.


5 YEARS ON Crowdcube celebrates five years of equity crowdfunding Happy Birthday February 2016 marked our fifth birthday, so in celebration we put together our timeline of significant events and milestones so far.

42 Crowdcube Insight | 5 Years On


The past five years have been amazing. To think that we’ve created a world first in equity crowdfunding, forming a global company, employing 80 people with five offices is just incredible in what’s a relatively short time. We owe it all to those who believed in us in those early days and of course, the team we’ve built.” Darren Westlake, Co-Founder of Crowdcube

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44 Crowdcube Insight | 5 Years On


CUBED 5 Years On

45


Meet the team An insight into our Legal team

Paul Massey General Counsel

Martin McAnaney Compliance Officer

Tom Corrick Legal Counsel

Paul’s legal experience includes working in City law firms, blue chip technology companies and startups. He spent four years leading commercial legal work at eBay before joining Crowdcube. Paul also launched his own start-up and is passionate about helping others raise finance to do the same.

Martin worked for State Street Corporation in their middle and back office functions. He began his career by executing trades on behalf of institutional clients in international markets. He then moved into post trade compliance for a number of clients which included Goldman Sachs, Morgan Stanley, M&G and Mercer.

Tom is a solicitor specialising in corporate law. He trained at a regional firm in Devon, before working in the firm’s corporate and commercial team. Prior to moving back to the West Country, he worked as part of the inhouse legal team at London City Airport. Tom holds an LL.B and an LL.M from the University of Reading.

46 Crowdcube Insight | Meet the Legal Team


Tom Potts Legal Counsel

Adam Connors Paralegal

Robert Andari Legal Counsel

Tom joined Crowdcube in August 2015, after working as a corporate solicitor for national law firm Shoosmiths. He trained at Ashfords, where one of his first projects was helping with the formation of Crowdcube in 2011. After graduating from the University of Cambridge, Tom started his career as a paralegal at a global shipping company.

Adam graduated from the University of Exeter before undertaking legal training in Bristol. Prior to joining Crowdcube in July 2015, Adam worked for a Devon based solicitors’ firm specialising in insolvency and litigation for SME companies.

Robert is a corporate finance solicitor with a graduate law degree from Kings College, London and postgraduate degree in Public Policy from the London School of Economics. Robert worked previously at MW Eaglewood, a hedge fund specialising in alternate finance investments, and in private practice at Clyde & Co. He has also worked in a compliance function for a wealth management firm in Luxembourg. Robert is based in Crowdcube’s London office.

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Our legal team Q&A with our experts, Paul and Martin What due diligence (DD) do you do on businesses seeking funding on the platform? Crowdcube’s due diligence process takes place before a pitch goes live and we put a lot of thought into protecting investors. Crowdcube is regulated by the Financial Conduct Authority (FCA) so we have rules and regulations that guide my work. A big part of due diligence is behind the scenes, but it is a vital part of building trust with our investors and we do not take that trust for granted. Our due diligence covers many areas including financial checks, corporate legal review of shareholder rights, along with my compliance review of the pitch or advertising content.

are prepared and engaged. We have an experienced and friendly team to help and like any good tech startup, we iterate our methods and technology to improve the process or add extra checks as we uncover new anomalies. We also integrate with third party credit and data providers to do background checks. Our due diligence can mean that companies are rejected or required to restructure or make specific disclosures to protect or inform investors.

What type of information do you check as part of the due diligence process?

An average Crowdcube pitch can have anything up to 40 statements that need to be backed up with independent evidence We are also proud of the fact that we that we keep on file. Examples of the use our bespoke technology to make due kind of evidence that we look for include diligence efficient, scalable and recorded. proof of patents, market share data, press This Regtech (nothing wrong with a mentions and proof of revenue to name a buzzword!) side of our business enables few. But it’s not always straightforward! Crowdcube to facilitate SME equity finance We’ve had entrepreneurs rummaging on a scale that has not been seen before around in their mothers lofts trying to and it is exciting for me to be a part of that. find graduation certificates and had to get evidence about a specific water that was It can take 3-4 weeks for a company to used for brewing a beer. complete our due diligence process, longer if the company or fundraise is complicated Martin McAnaney Compliance Officer so it is important that entrepreneurs 48 Crowdcube Insight | Our Legal Team


Two years in the Cube, what have been your key achievements? I lead Crowdcube’s legal and compliance team based in our Exeter headquarters. My role has developed a lot over the two years that I have been at Crowdcube and I am now lucky to have a great legal team to work with. My team are continually developing efficient processes and technologies to manage the legal and operational aspects of the business. It is still very hands on as every company raising funds with us is different. We manage the legal aspects of our crowdfunding transactions including carrying out due diligence before deals go live on Crowdcube and assisting with issuing shares after funding. Crowdcube is regulated by the Financial Conduct Authority and my role includes understanding and implementing the crowdfunding regulations and other laws to ensure that we treat customers fairly. We review and approve marketing content and our website to ensure they are fair, clear and not misleading. There is always something new and unusual to do. We recently approved a financial promotion for the side of the world’s largest blimp.

be at the core of business operations and product design. Creating new innovative products that comply with our regulatory regime is challenging but rewarding when we see SMEs raising investment to create innovative products and jobs. We have a value at Crowdcube called “Be the Crowd” and my team constantly works to put investors first which I am very happy to shout about. I joined the board of European Crowdfunding Network because a number of the laws that set the boundaries of crowdfunding stem from European rules. The Prospectus Directive has been a particular focus recently as this key European investment law is under review.

I am also proud of the role that legal have played in developing co-investment models where the crowd is able to invest alongside venture capitalists. I met Wayra soon after I joined Crowdcube and worked with their legal team to enable co-investment for startups including OpenDesk, The DoNation and Hubbub. Crowdcube also pioneered co-investment when the crowd invested into Crowdcube alongside Balderton Capital. It is now routine for Crowdcube to provide crowd capital (funds + brand ambassadors) alongside top-tier VCs in London and beyond. Series A fundraises such as Mondo, Rentify, Sugru and JustPark are investment Looking back over the last two years since I opportunities that were simply not available joined Crowdcube, we’ve had the excuse for to the crowd 12 months ago. That is a huge lots of great parties and we have achieved achievement for the Crowdcube team. a lot. I joined as employee number 16 and we are now 80. I am proud of the Paul Massey General Counsel legal team which we have integrated to 49


Meet the team An insight into our Financial Analyst Team

Bill Simmons CFO

Colin MacLaughlin Investment Manager

Juan Alaimo Financial Analyst

Ryan Gralia Financial Analyst

A chartered management accountant, Bill has held FD and CFO positions at Ask Jeeves, Myspace and Rated People, and more recently has applied his skills & knowledge at a number of start-up and early stage businesses. He understands how difficult it is to raise finance for new companies and is passionate about the role we have in helping finance businesses.

Colin is a qualified accountant and MBA. He trained with Ernst & Young before joining Harrison Street Real Estate Capital and subsequently BT in London. He has also previously supported several early stage companies and non-profits in the UK and US.

Juan spent five years as an offshore equity research analyst for an Investment Bank. He covered the Canadian Telecom Services market and coordinated the Global Telecom Services team. Juan holds a Licentiate in Economics, cum-laude degree from the University of Buenos Aires.

Ryan spent over four years in M&A and corporate finance at Deutsche Bank, Houlihan Lokey and JPMorgan. He also spent two years in accounting as a financial controller at Citigroup. Ryan graduated with an Honors degree in Economics from Indiana University where he was part of the Investment Banking Workshop.

50 Crowdcube Insight | Meet the Financial Analyst Team


“The financial analyst team at Crowdcube review the financial information (historical and projected) of firms that raise funds on our platform.

Tej Panesar Head of Credit and Equity Risk Tej Panesar has worked in banking and private equity for over 15 year. As Crowdcube’s Head of Credit and Equity Risk he has brought, adapted and implemented a traditional risk focused approach, to a rapidly evolving and nascent financial services industry, in equity crowdfunding. Tej was CEO of a Polish real estate development firm for 10 years and has worked in various fintech startups. He began his career in Citigroup as a corporate banker and is a graduate of the London School of Economics.

In determining the suitability of a firm for a Crowdcube raise we pay particular attention to the firm’s:

§§ Detailed financial model:

Used to assess cash burn and runway as well as key drivers of growth

§§ Credit score and associated

information: Informs our risk assessment of the firm

In doing so the team attempt to bring a risk balanced approach to their review of applicant firms. They work closely (and sit beside) our legal team to raise any issues that are relevant to both teams (Director’s loans, complex group structures, suspicious company activity etc). Our teams are passionate about startups, technology and SME investment and it’s why we came to work at Crowdcube. As such we have an ethos of providing value, transperancy and fairness to the Crowd.”

§§ Filed or Management accounts:

Used to verify historical information declared by the firm in the Crowdcube financial snapshot

§§ Proposed valuation

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the Northern Powerhouse We’ve opened a new office in Manchester We have expanded into the North of England with a new office, which has just opened in central Manchester. Senior business development manager, Adam Gillett, has been appointed to lead the regional team. We’ve already helped nine businesses in the North West to raise more than £1.4 million in the last two years, including Ideas Britain which secured £270,000 to launch in the UK. Ideas Britain, based in

52 Crowdcube Insight | The Northern Powerhouse

Manchester, aims to help young British entrepreneurs make their ideas come to life. It has built the world’s largest mobile mentoring app and has already attracted brand partners and coaches that include ex-Dyson CEO Martin McCourt, Virgin Media Business chief Jan Collins and media entrepreneur (and Eurythmics front man) Dave Stewart who will be the company’s Creative Director.


Adam Gillet Senior Business Development Manager Adam is responsible for Crowdcube North, supporting high growth businesses across the Northern Powerhouse to raise equity on the Crowdcube platform. Adam founded a risk assurance consultancy, working with SME businesses across multiple sectors including tech, food & drink, education and many others.

The Greater Manchester Business Survey 2014 (published October 2015) highlights that 34% of local businesses who sought finance last year reported experiencing difficulties with arranging it. The most significant reason (26%) was that finance providers were not lending. We already have a vibrant investor community in the North of England, and there is definitely an exciting opportunity to further stimulate the start-up scene in the North West that is already benefiting from the Government’s multi-million pound support for the region. We are determined to put Crowdcube at the heart of the creation of the Northern powerhouse.

We asked Adam what he was going to look for in businesses seeking to raise funds on Crowdcube, and what his favourite #FundedClub business is. “In short, I look for great ideas, some traction; a credible and determined team, and scalability. These are the things that interest us and lead to much deeper qualification and further challenge around the business’ forecasts. My favourite business would have to be Dirt Factory...it will be an exceptional indoor BMX facility that welcomes all levels of ability and will act as a social hub for enthusiasts. The business is also really scalable and plans to reinvest profits to roll out across the UK.”

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#FundedClub.


The latest news and insights into our evergrowing network of businesses to fund on Crowdcube.


in THE News §§ Farmdrop closes £3 million funding round This year, Farmdrop closed a £3m funding round led by Atomico, the investment company founded by Skype co-founder Niklas Zennström.

§§ Kellogg partnered with Plan Bee Kellogg partnered with Plan Bee to establish and manage the on-site honeybee hives and commit to its ongoing sustainability plan.

§§ Tempus Energy raises £3.78 million Tempus Energy, which raised over £600,000 from 235 investors on Crowdcube last summer, has secured a further £3.78m of funding.

§§ easyProperty secures £25 million of investment easyProperty has recently secured £25m of funding from a London-based hedge fund and consortium of angel investors.

To find out more about the funded businesses network, visit the #FundedClub hub today. 56 #FundedClub | In The News


Farmdrop 57


Where are they now? Find out what some of the businesses have achieved and where they are now, post-funding

58 #FundedClub | Where are they now?


Beara Beara Beara Beara has opened its new store in central London and has expanded its team since funding on Crowdcube. The founder, Jake Bullough, also gives an overview of the company’s financial performance to date and plans for the future.

Blanco Nino Blanco Nino, the Mexican food company, raised over £120,000 in 2014. Blanco Nino now employs nine people, operates a 19,000 sq ft factory and has customers across Ireland, the UK and Germany.

7Billionideas Thanks to the crowd, the CEO of 7billionideas raised finance three years ago on Crowdcube. The company has worked with over 100 schools and 25,000 students in the UK, along with building partnerships with major UK education bodies and much more.

Eden Project Thanks to 354 investors, the Eden Project raised £1.5 million through a Crowdcube Bond in less than 24 hours. Since then, the company has appointed a new Chairman of Trustees, received planning permission for a £6 million, 115-bedroom hotel and launched degree level courses.

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Guest Article: Emoov Backed by Venture Capital firms and the crowd

Guest article from Russell Quirk, founder and CEO of eMoov. eMoov, an online estate agent disrupting the market, successfully raised over £2.6 million on Crowdcube last year. We wanted to find out from Russell Quirk, eMoov’s founder and CEO, why he turned to the crowd after successfully securing venture capital funds from Episode 1 and Maxfield Capital.

60 #FundedClub | Guest Article: eMoov


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Customers love eMoov. When you save somebody thousands of pounds, they tend to look at you favourably. In the early years, when online estate agency was in it’s infancy, and the concept was not known by the general public, many customers showed curiosity about the internal workings of the business. I was asked by several people about the possibility of investing in eMoov and if there was any way they could get “a slice of the pie”. I constantly found myself having to turn away friends, customers, staff and family. Unfortunately, there was no way of structuring smaller investments from those who did not have six-figure sums to invest. I thought this was a grave shame. I wanted these people to join me in changing the estate agency sector for the benefit of the consumer.

62 #FundedClub | Guest Article: eMoov

These feelings of frustration serendipitously coincided with the rise of equity crowdfunding as a legitimate avenue of investment for a company at our stage of growth. I had witnessed other companies lead the way and raise significant +£1m rounds which set a precedent and a blueprint in which to base our own crowdfunding campaign. With established VC heavyweights such as Robin Klein (Just Park) and Simon Murdoch (who shared my enthusiasm when I suggested the idea), equity crowdfunding had the stamp of approval from venture capital and fundraising experts. These guys are seasoned veterans who are driven to innovate and support people with ambitions to grab significant market share in age old industries.


CUBED Guest Article: eMoov

Russell Quirk eMoov Founder and CEO Russell has pioneered the process of selling online, having started eMoov in 2010 after selling his successful high street business. His passion for customer service and industry insight has seen the company thrive and Russell become a property expert within the media spotlight.companies.

After shopping around various options and structures I decided to go with Crowdcube and set the minimum target of £1m – taking inspiration from other big hitting crowdfunding rounds such as Sugru and Just Park. Our internal target was to match or surpass these campaigns. The marketing team was heavily involved in the crowdfunding campaign. This was because it was just as much about the exposure that the campaign bought to the company as it was about the money raised. We received unprecedented traffic and the round positively affected listings.

The day we closed the round, and after a hell of a lot of hard work, we had banked £2.7m and had an extra 765 investors on our cap table. VC’s and ventures fund had also joined in on the round. That’s 765 people who have an invested interest in eMoov’s success. It’s 765 people who are rooting for the company. It’s 765 brand ambassadors. It’s 765 people who can join us on our journey and share in our success. That’s the magic of crowdfunding. To find out more about eMoov, visit: www.emoov.co.uk

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64 #FundedClub | BrewDog Soho


BrewDog Soho Image: www.danielcolinhall.com

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Investor FAQs The top five most frequently asked questions How can I invest? To invest you will firstly need to register as a member. Once you have found a pitch you like, state the amount you wish to invest you wish to invest and enter your payment details. Please note there are no fees for investing and no payment is taken out at this stage. Once a pitch closes to investment, you will be notified via the ‘7 day email’ and payment will commence after this. Payment is only taken once the pitch hits its target, and after the completion of legal documentation, which we handle. If the pitch does not reach its target, no money is taken. You will be notified by Crowdcube in both circumstances.

What happens once the target amount is reached? Once a pitch achieves its funding target the business may choose to ‘overfund’, whereby the company can accept further investment in exchange for releasing more equity. Anyone who invests during this time has the same rights as those who invested before the pitch reached its target.

66 Investor FAQs

Investing in equity: you will be emailed a copy of the adopted Articles of Association and given seven working days to review them. During this time you can query, reduce or cancel your investment by emailing support@ crowdcube.com. Once the final legal documentation is complete we will email your share certificate to you, which you can also download from your Crowdcube portfolio. Investing in a bond: you will be given fourteen days to review the final documentation, during which time you can query, reduce or cancel your investment by emailing support@ crowdcube.com. We will then collect payments and transfer funds to the bond issuer. Once the final legal documentation is complete we will email you confirming your bond certificate has been issued and is downloadable from your Crowdcube portfolio. We can accept payment via Visa and Mastercard debit cards as recognised by our third party payment provider Stripe. Unfortunately we cannot accept payment via credit card, cheque or direct transfer. We will also run you through


our Anti-Money Laundering check, an identity assessment ensuring all investors are who they claim to be. We are required to make these checks as per our regulation by the Financial Conduct Authority (FCA). Don’t worry, the antilaundering checks are secure and have no effect on any credit scores. We will email asking for one document to confirm your identity and one to confirm your address if you fail the auto-check, and provide you with information on which documents we can accept. Unfortunately, if we cannot verify your identity we will be unable to process your investment, and it may be cancelled.

Does overfunding affect the amount of equity available to the crowd? Once a pitch reaches its funding target it may choose to ‘overfund’, enabling the company to accept more investment in exchange for releasing more equity. Investments made during this time have the same rights as those made before. To explain how overfunding affects the equity available to the crowd, a company that initially offered 10% equity in exchange for an initial funding target of £100,000 will need to release more equity as follows:

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What happens after the share certificates have been issued? Once the investment round for a pitch has been captured and share issues complete, we advise all businesses to keep investors updated regularly on the company’s progress. Typically this will be a short quarterly update, and a larger annual update. Crowdcube also regularly posts company news from the #FundedClub via the blog and social channels. The business you have invested in is responsible for delivering any rewards offered. These can only be claimed once the pitch has closed to further funding, and share certificates have been issued. The bond interest payment schedule varies according to the company and is set out on each bond’s pitch page, or in the bond Invitation Document, if it has one. It is important to carefully read the pitch page or Invitation Document to understand what each bond is offering. Normally, but not always, bonds make interest payments quarterly or biannually, and are managed through the Crowdcube platform. You will be asked to enter bank account details into your Crowdcube account before each interest payment date.

68 Investor FAQs


CUBED Investor FAQs How do I diversify my portfolio? According to Nesta, diversification should be considered when making an investment. Diversification involves spreading your money across various kinds of investments, with the aim of reducing your overall risk. Having a diversified portfolio means that even if a few of your investments are successful, they may deliver a large enough return to cushion potential losses. Since we started, less than 7% of businesses to fund on Crowdcube have failed, demonstrating the sophistication of our crowd. So far there has been over 385 successful raises on the platform, ranging from technology to food and drink, which means that you have the opportunity to diversify your portfolio across a variety of sectors and growth stages. Also, as the minimum investment is only ÂŁ10, it is feasible to invest in a variety of businesses, no matter how much you are prepared to invest overall.

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In the cube The stats that count

Darren Westlake Co-Founder

Favourite business of all time: BrewDog “They’re controversial, unpredictable, disruptive and the most important factor; I love their beer.”

Fastest Funded

£1,000,000 Largest Single Investment

£1m in 96 seconds

Michael Wilkinson Head of Equity

Deal of the quarter: GripIt Most Investors

2,702

70 In the Cube

“GripIt, the Dragon’s Den success story highlighted the crowd’s love for innovative products and hardware. Jordan, with the guidance of Deborah Meaden, pitched perfectly through the online medium, the awardwinning product resonated with the crowd and momentum took it all the way up to £1.5m within six days.”


Top 3 sectors

Matt Cooper Commercial Director

Pitch of the quarter: Mondo

Technology

“The second Mondo landed we all knew it was going to be a success but £1m in 96 seconds verges on unbelievable. As the fintech sector continues to pick up pace, the mobile first challenger bank is well on it’s way to disrupting an age old industry weighed down with technical debt. It was a pleasure to be able to offer a deal of this stature to the crowd.”

Two exits E-Car Club and Camden Town Brewery

Internet Business

£ Largest Raise

£3,514,110

Food and Drink

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g n i l e Fe ired? p s in est v in ay. d o t

Investments of this nature carry risks to your capital. Please #InvestAware. Approved as a financial promotion by Crowdcube Capital Limited which is authorised and regulated by the Financial Conduct Authority (no. 650205).


CUBED